Customers no longer just want products—they want valuable experiences. Highly personalised experiences on any channel they choose to engage with. But companies have discovered that to meet these high expectations, they need an equally high level of digital expertise and technology—often beyond what IT or marketing departments can provide. To bridge the divide, an evolving function has emerged in the enterprise: the digital team.

The research offers a unique look into the organisational structure, job functions, attitudes, and barriers for digital teams and roles, with a focus on how the presence, impact, and trajectory of digital roles correlate with an organisation’s level of digital maturity. Our report not only gives an in-depth look at how digital teams and roles function within organisations, but it also provides insight into the opportunities for companies to continue to improve their digital capabilities.